[GTM glossary](/glossary.txt) Closed-won analysis RevOps & Pipeline # Closed-won analysis In short Closed-won analysis is the review of deals that ended in a win to learn what they have in common. It looks at the company, the buyers, the source, the sales process, and the time and effort the deal took. The goal is to repeat what works. Findings feed your ideal customer profile, your targeting, your messaging, and your forecast assumptions. ## What to analyze ### Account traits Industry, company size, region, tech stack, and growth stage. Look for traits that appear in a large share of wins. ### Buying group Which titles were involved, who the champion was, and who signed. This shapes your personas and multi-threading approach. ### Source and trigger How the opportunity started, such as outbound, inbound, referral, or event, and what happened just before, such as a funding round or a leadership change. ### Deal mechanics Deal size, time to close, number of meetings, discounts, and which content or proof points helped. --- ## How to run one * **Pull the data:** Export won deals from the last 12 to 24 months with account and opportunity fields. * **Group and compare:** Segment by industry, size, and source, then count wins and average deal size in each group. * **Add retention:** Include renewal and expansion outcomes so you do not favor fast wins that churn. * **Interview a few buyers:** Ask why they bought and what nearly stopped them. Numbers show patterns, and conversations explain them. * **Turn findings into actions:** Update the ICP, adjust target lists, and rewrite messaging to match. --- ## An example Say a team reviews 80 wins and sees that most came from companies with a particular tool in their stack and a recently hired sales leader. The team adds those traits to its targeting and prioritizes accounts that show both. It is an illustration of the method, not a benchmark. --- ## Common mistakes * **Looking only at wins:** A trait that is just as common in lost deals does not predict anything. Compare against closed-lost. * **Small samples:** A handful of deals can mislead. Treat patterns from few deals as hypotheses. * **Ignoring retention:** A deal that churns within a year is a weaker signal than one that renews and expands. --- ## Closed-won analysis vs. win-loss analysis Closed-won analysis focuses on wins to define who to target. Win-loss analysis compares wins with losses to understand why deals are decided one way or the other. --- ## Closed-won analysis FAQs **What is closed-won analysis?** Closed-won analysis is the review of deals you won to find shared traits such as industry, company size, buying group, source, and deal mechanics. Teams use the findings to refine targeting and their ideal customer profile. **How do you do a closed-won analysis?** Export won deals from the past one to two years, segment them by account traits and source, compare counts and deal size across segments, add retention data, talk to a few buyers, and update your ICP and target lists. **What is the difference between closed-won analysis and win-loss analysis?** Closed-won analysis studies only wins to understand which customers to target. Win-loss analysis compares wins and losses to learn why buyers chose you or someone else, which helps with messaging and sales process. **How often should you run a closed-won analysis?** Run one at least once or twice a year, and again after a major change to product, pricing, or market. Quarterly reviews work for teams with enough deal volume to show meaningful patterns. Share term --- ## More related phrases * [Customer look-back analysis](/glossary/customer-look-back-analysis.txt) * [Closed lost](/glossary/closed-lost.txt) * [Ideal customer profile refresh](/glossary/ideal-customer-profile-refresh.txt) ## Similar phrases * [Win rate](/glossary/win-rate.txt) Win rate is the percentage of sales opportunities that end in a closed-won deal, a core measure of how well a team converts qualified pipeline into revenue. * [Win-loss analysis](/glossary/win-loss-analysis.txt) Win-loss analysis is a structured review of closed deals, often with buyer interviews, to learn why you won or lost and to improve messaging, product, and sales execution. * [Closed won](/glossary/closed-won.txt) Closed won is the CRM stage for an opportunity where the buyer agreed to purchase and signed, which turns the deal into booked revenue. * [Ideal customer profile (ICP)](/glossary/ideal-customer-profile.txt) An ideal customer profile (ICP) describes the type of company that gets the most value from your product and brings you the most revenue. * [Account prioritization](/glossary/account-prioritization.txt) Account prioritization is the practice of ranking target accounts by fit, timing, and potential value so sellers and marketers spend limited effort on the companies most likely to convert.